Q: How would you
suggest we first introduce our new business to customers--via
postcard or letter, for example-since our service is
time--sensitive, new and not driven by repeat clients?Name withheld

A: You'll do
better with postcards. We've known for a long time that many
people don't open envelopes, but now, due to anthrax scares,
people are even less inclined to open letters from strangers.

Fortunately, postcards are less expensive to produce--and you
can even create them with your own computer and printer. Try
Microsoft Publisher, which offers various
postcard templates, including some that use postcard stock
available from Paper Direct.

An effective postcard accomplishes several things: It prompts
some customers to phone you, and it inspires others to find out
more about your business by logging on to your Web site (assuming
your URL appears on the postcard). At a bare minimum, your postcard
should prompt potential customers to remember something positive
about your business. Effective postcards communicate something
important, and some customers even hold on to them for future
reference.

Because postcards have a limited amount of space, having a
memorable business name and a logo that conveys your business are
two shortcuts for making a great impression. Most important,
though, you must succinctly state how your product or
service--whether it's cleaning windows or repairing
computers--will help the recipient of the postcard, and why
you're the company to do the work.